Generating media attention for your issue is a great way to educate the campus and the public, put pressure on decision-makers to take action, and build your student government’s visibility and name recognition. A press conference is a short event where you invite reporters to cover something newsworthy. For example, you could hold a press conference to:
  • Release the results of a survey or a study
  • Launch a new campaign
  • Culminate a campaign or part of a campaign (at the end of your voter registration drive, petition drive, etc.)
  • Highlight a big event (e.g., at the launch of your community service day)
Here’s what you need to do to make your press conference a success.
  1. Figure out the logistics.
    • Timing is critical. The best time is usually between 9:30 and 11 a.m. The best days are generally Tuesdays, Wednesday, Thursdays, and in some places Saturdays.
    • Choose your location. The most important factor is that it’s easy for reporters to get to. In addition, it should make for good photographs and be relevant to the story.
  2. Get speakers.
    • It’s best to have 1-3 speakers other than yourself, who will each speak for 2-5 minutes.
    • Great speakers include:
      • Someone from your organization
      • A credible expert on the subject
      • Someone with a compelling personal testimonial
      • An elected official
    • Line up your speakers in advance, and ask them to send you their statement in advance.
  3. Prepare materials.
    1. Prepare a press advisory to send out three days in advance.
    2. Prepare a press release to give to reporters at the event, and send out afterward to media outlets that didn’t attend.
    3. Prepare your talking points. Assign one or two people from the student government to be the “media spokespeople” to handle any questions from reporters, and make sure they know the talking points.
  4. Invite the media.
    1. Build a list of all your local media outlets and their contact information in advance, including reporters who are most likely to cover your issue.
    2. Send your press advisory to all your media contacts three days in advance.
    3. Call through all the media outlets several times: three days in advance, the day before, AND the morning of the event.
  5. Be prepared at the event.
    1. Arrive early to set up.
    2. Greet reporters. Ask them to sign a sign-in sheet, and give them a press packet with your press release and background materials on the issue.
    3. Start on time.
  6. Follow up with the media.
    1. Send the press release to any reporters who did not attend the conference.
    2. Call through your media list again. Thank everyone who did show up and answer follow-up questions. Encourage everyone who didn’t show up to still cover the story, and answer their questions.
You can find examples of what a press advisory, press release, and other materials look like in our Student Government Action Kit.